An Armani watch store with small windows to focus attention and indicate exclusiveness.
latter, which the author has only ever seen
before online in Internet blogs. Jewellery shops
were the next most popular. Both types of shops
stand out in malls and shopping precincts visu-
ally as the most brightly lit, sometimes with the
smallest display windows (e.g. Cartier) indicat-
ing rarity and exclusiveness (Fig. 14.1).
Many shops and cafes also stressed their
longevity as businesses with foundation dates
above doors (Fig. 14.2). The Levi shop in Har-
bour City was especially notable for its over-the-
top attempt at this aspect in its display window.
It had extensive text about the history of the
brand and in its role in American culture and his-
tory. It is likely that some marketers have realized
that businesses that have been prosperous con-
tinually attract some respect from many Chinese
people aware of how diffi cult it is to keep enter-
prises going through political and social upheav-
als. Businesses with a long history are still found
in Guangdong, but so few that they are some-
times celebrated with a type of heritage listing
(du Cros and Lee, 2007). Interviews with shop
assistants and managers indicate that this mar-
keting ploy is also aimed at cementing the idea of
the brand's iconism in the consumer's mind.
It is also common in Asia to fi nd Hollywood
movie stars endorsing designer fashion items,
e.g. Brad Pitt for Tag Heuer watches, which they
would not do as blatantly in the West (Fig. 14.3).
Even if mainland tourists have not heard of
these people, the glamorous photographs add
to their enjoyment of the Western exoticism of
the shopping experience. This is particularly the
case for those who are only window-shopping
on one trip, but who may come back to shop
seriously on a later one.
Western tourists were evident at most
shopping places, but were most numerous at
Stanley Markets. The precinct was added as a
control in the study, because it carries mainly
Chinese souvenirs of interest to Orientalists or
Western tourists. It was observed that window-
shopping at Stanley Markets also involved
some mainland tourists watching what the
more numerous Western tourists did and
bought. Later in the day, mainland tourists
were observed going off to also photograph
Western historical buildings nearby, such as
Murray House, as well.
Finally, all the new modern shopping malls
are noted for having up-scale Western style